Behind the brand.
House of Mats is founded by Lucía Denevi, lawyer by profession and fashion producer. Born in Buenos Aires, Argentina, she divides her time between her hometown and Madrid.
After years of working in auditing and fashion, Lucía decided in 2019 to channel her creativity into an innovative project: designing yoga mats on demand.
If you wanna contact her, email to lucia@houseofmats.com
House of Mats was born out of a desire to stand out from the traditional offerings that flood the market by giving customers the opportunity to own unique, one-of-a-kind designs. This on-demand business model opened the door to endless possibilities, allowing the brand to shine through its eclectic and editorial communication style.
The pandemic played a crucial role in the brand’s growth, as the public embraced House of Mats for its sustainable and antibacterial products. The brand’s reach was such that Lucía expanded her business to offer special designs to companies, yoga studios, and hotels, collaborating with brands like Nike, Adidas, Reebok, Clinique, Kérastase, Aveno, Faena Hotel, Casa Faraona, Dior, and many more.
As part of this creative revolution, designers and artists like Jessica Guzman, Ula Basinska, Tano Renom, and even Alvaro Castro joined the project, transforming yoga mats into true pieces of art.
In 2022, Lucía made her European debut, launching her first design in collaboration with María Rosenfeldt on “International Yoga Day” with a multi-sensory class led by three of the best yoga instructors in Madrid.
The launch took place at Lamarca Well, the wellness temple in the Salesas neighborhood. The reception was phenomenal, and today, House of Mats supplies yoga studios in Madrid and Ibiza and showcases its products in WOW Concept stores.
According to its founder, the brand’s mission is to elevate the yoga practice experience with original designs, specially selected colors, and the highest quality materials.
Lucía aims to bring together quality, fashion, and sustainability to reflect the spirit and personality of her community. Sustainability is a fundamental value, as the brand works only with certified, recyclable, and plastic-free materials, ensuring that every aspect of production meets strict ethical and environmental standards.
House of Mats is not just a brand; it is a reflection of a journey that its founder undertakes with responsibility and commitment day by day. Her customers are the fundamental stone of her project, and she strives to make each practice not only a unique experience but also a safe space.
House of Mats is now taking its first steps in Asia. Lucía recently embarked on a journey of over a month, exploring key yoga destinations such as Bali, Goa, Hong Kong, Koh Phangan, and Dubai, where she attended a variety of classes and visited renowned yoga studios looking for new experiences and inspiration.